What are the 3 global truths that underpin global consumer behavior? Flip through Jeremiah Andrick's C3 presentation to find out. With a critical eye towards what marketing cliches like "consumer journey" and "creating the right content at the right time" REALLY mean, this presentation takes a realistic but inspirational look at how marketers can meet consumer expectations and achieve meaningful marketing goals. Presentation by: Jeremiah Andrick, Head of Global eCommerce, Logitech This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

1. NEW YORK CITY | OCTOBER 28-29, 2015
C3 2015 BREAKOUT SESSION
DON’T FEAR THE METRICS
Head of Global Ecommerce and
Digital marketing
Jeremiah Andrick

4. BE RELENTLESSLY RESOURCEFUL

5. BE RELENTLESSLY RESOURCEFUL
• 27 COUNTRIES
• 55 LANGUAGES
• 4 BRANDS
• 835 SKUS
• 15 CATEGORIES
• 8 DEMANDING BUSINESS GROUPS

8. • I have to do something emotionally relevant every 10 mins
or I will lose you.
• Multitasking: You are 4 times more likely to leave a task
uncompleted
• You are going to forget most of this. (Unless I repeat it and
you repeat it a lot)
• Forgetting what I am saying will allow you to prioritize
information (I.E. Where are we getting drinks later)
SOME SCARY FACTS
*”Brain Rules” John Medina. http://www.brainrules.net/

13. THERE ARE 3 FUNDAMENTAL TRUTHS OF THE GLOBAL
CONSUMER
Consumers do not wake-up in the morning
thinking which brand of mouse should I buy?
Consumers wake-up having their life
which matters to them
Your brand and product must fit into that life and
connect with their heart and mind
CONVERSION BEGINS WHEN YOU ARE AT THE
RIGHT PLACE AT THE RIGHT TIME WITH THE
RIGHT MESSAGE FOR YOUR CONSUMER.

14. 1

17. FEAR

21. ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE
ROAS: 10 - 1ROAS: 6 - 1ROAS: 3 - 1ROAS: < 1 - 1

25. ONLINE DATING AS A METAPHOR
• Online dating opens up more
options for people to meet.
• Creates the perception that there
may be a better option out there.
• Overwhelms thick markets
• Super effective in thin markets

28. RULE #300
NO ONE NEEDS
ALL THE DETAILS
ALL THE TIME

33. THIS IS THE
CUSTOMER
JOURNEY
START HERE
NOT HERE